Fila recently debuted a collaboration with Colombian designer Haider Ackerman. The match-up pairs sport aesthetics with the sense of tailoring from the luxury house.
Luca Bertolino, Fila’s head of global strategic marketing, positioned the collaboration as means of exploring new ideas. Kevin Yoon, CEO of Fila Holdings however discussed it as key to increase their brand equity. Speaking to Vogue Business, he says:
“Collaborations [with luxury brands] are a key part of our strategy to build a stronger, bigger and more loyal brand tribe. … It is definitely our ambition to create an ongoing consistent presence in the upper distribution tier, at selected multi-brand stores.
Bertolino concurred, speaking in the same article:
“Designer collaborations bring brand equity to Fila. …It shows that the brand can stand that test of time. Redefining and elevating the brand happens with collaborations first.”
I was enlightened by reading what the Fila representatives had to say. Looking back, I have to admit that saying someone was wearing Fila was meant as an attack, a way of saying they were unfashionable or cheap. That may have been a regional take, but no doubt Fila is doing their due diligence to ensure consumers have an elevated perception of them. I can only imagine how that shift would have played out in the minds of my peers back in the day.
In their work to work now with Haider Ackermann, and previously with Fendi and Y/Project, Fila is by connection being sold at a higher price point and being offered on different platforms. In the consumer’s minds (or my mind), a connection with Fila and high quality develops, so does an increased desire for the brand.
Source:
Maguire, L. (November 18, 2022). Fila kicks off brand revamp with Haider Ackermann collab. Vogue Business. https://www.voguebusiness.com/fashion/fila-kicks-off-brand-revamp-with-haider-ackermann-collab
(Image credit to Fila x Haider Ackermann)
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